Ethics are defined as “moral
principles and values that govern the actions and decisions of an individual or
group” (Belch, pg. 731). Ethics vary throughout society based demographics and
other personal opinions. With this in mind it is difficult for a company to
make ads that won’t offend anyone, but it is important for companies to
consider ethics in general when compiling a marketing and advertising campaign.
The majority of the time companies do keep in mind the ethical values of their
target audience but sometimes ads emerge that are ethically questionable.
Burger King released an
advertisement in Singapore, a typically more straight-laced city, for their
seven-inch cheeseburger. The
advertisement included the caption, “It’ll Blow Your Mind Away” as well as a
photo of a woman with her mouth open next to the burger. In this case the
advertisers employed the case of shock advertising, where they “use nudity,
sexual suggestiveness, or other startling images to get a consumers’ attention”
(Belch, Pg. 736). This ad included a sexual suggestiveness that alludes to oral
sex. This use of sexual appeals only allows the ad to appeal to a portion of a
population, while offending the majority who see it.
Another
company that has repeatedly come across at ethically questionable is Abercrombie
and Fitch. After the CEO’s comments regarding how their stores are meant for
the “pretty and popular” crowd and not for those who are overweight, the
company received more backlash. Even before this the advertisements and
Abercrombie displayed portrayed a level of unethicality. Similar to the Burger
King ad, Abercrombie utilizes a form of sexual appeals through shock
advertising, although at this point many are no longer shocked by the sexual
nature associated with their ads, it
still presents ethically questionable issues.
Additionally Ikea has also presented several advertisements
that include ethically questionable content. One of these ads was featured in
Saudi Arabia, where Ikea removed the women from the ads. While this is more
typical to Saudi Arabia, it has caused problems with others across the globe.
While often ethics issues involving women bases from people perceiving the ads as
portraying women as decorative objects and too occupied with beauty and
household duties, this Ikea ad just removed women from the picture entirely
(Belch, pg. 744). The problems that Ikea has faced with ethical issues are
often based on social and cultural differences that evolve from an
international company.
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Your Google Rank Doesn't Matter Anymore
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Trade Example: Sell Eur/usd
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